NASCAR & Elevate Partner to Create Premium Experience Program

NASCAR and hospitality agency Elevate will co-develop NASCAR’s new experiential premium hospitality program: NASCAR One, Fueled by Elevate.

The multi-year partnership will see Elevate Experiences develop premium experience packages, including track access, standalone events, camping enhancements, and more across 22 events at 13 tracks. This season, Elevate has delivered premium experiences for the Daytona 500, Shriners Children’s 500 at Phoenix Raceway and Straight Talk Wireless 400 at Homestead-Miami Speedway.

“Elevate has been a valued and trusted partner for over a decade, so we are proud to expand our collaboration in developing NASCAR One,” said Kari Gritton, senior vice president, consumer strategy, NASCAR. “As our sport continues to grow, this new experiential premium hospitality program will offer unique experiences that will take our NASCAR experience to another level.”

Elevate Experiences will lead NASCAR One commercialization to execution of event-day operations and more. The announcement follows a consulting relationship between Elevate and NASCAR dating to 2014. Elevate Creative (via Infinite Scale) has supported over nine NASCAR tracks and events since 2007 including designing and installing wayfinding and partnership creative at the Chicago Street Race and designing packages at Daytona International Speedway as part of the 2016 Daytona Rising venue reimagination.

“Elevate is proud to stand alongside NASCAR in developing the next generation of premium experiences to meet this critical moment in NASCAR’s growth,” said Dan Rosenthal, senior vice president, Elevate Experiences. “The introduction of ‘NASCAR One Fueled by Elevate’ will create unforgettable moments that reflect the passion and diverse interests of NASCAR fans while introducing new audiences to opportunities across the sport.”

To service the new NASCAR One, Elevate Experiences and Insights will create, deliver, and analyze NASCAR guest and stakeholder feedback.

“Developing these new VIP experience packages is a testament to our shared commitment to delivering unparalleled fan experiences,” said Flavil Hampsten, Elevate president of property sales. “Elevate and NASCAR are redefining what it means to be part of the NASCAR community and I’m thrilled to see this collaboration elevate the sport’s engagement with its most passionate supporters.”